‘Why isn’t my content being shared?’ is a question we often get asked. Our response is always the same – “is it engaging?”
Boring content, or content that has no appeal or interest to your audience, is as good as no content at all. Most businesses by now are aware of the power of fresh content in driving online sales, but in the process of producing content in volume, many businesses have developed blogger’s fatigue.
After months and years of producing regular content, many business blogs become flat and routine. They plateau at a point where they have a modest following with predictable comments and likes, but are incapable of reaching a new audience.
If people aren’t sharing, it means the content is not interesting enough and also that the content is not reaching anyone new. New business leads and customer engagement is central to the success of your brand marketing – so content that is boring is a complete waste of time.
Is your online content putting people to sleep? Here are a few top tips to inject some creativity, magic and flair into your online content and help any business captivate, connect and convert.
The First Line Snare
9 out of 10 readers don’t read on past the first line of a blog post, so one powerful way to jazz up your content is to make sure that the first line, or opening frame (in the case of video) grabs their attention instantly. Start with a question, hard-hitting statement or call to action, which captures that attention and imagination of the reader, and encourages them to read on.
Click here to read our guide to writing that first line – “How to Start a Blog Post.”
Blog, social media or video content that is too heavily focused on sales is an instant turnoff. Most readers will click away as soon as they are confronted with thinly veiled salesmanship dressed up as ‘creative content.’ Content is about engagement, telling a story that will allow readers to make a connection with your brand. It’s not about direct, cold selling.
By sharing simple and honest content, written with your target audience in mind, you will offer something that is of value to your customers, and create a brand that customers trust and engage with.
Bring boring content to life with some creative, amusing and stimulating visuals, standing on their own or inserted into blog and social media posts. Two thirds of us are visual learners, and visual content can present ideas and information in a way that is much easier to digest. Strategically placed infographics, memes, animated GIFs and videos can make your content a lot more engaging and attractive, and are also charming and comical, bringing fun and energy into otherwise stale and boring content.
Many companies struggle to create fresh and interesting content, citing the fact that their industry just isn’t ‘sexy’ enough. With some creative, outside-the-box, sideways thinking, you can turn any topic into consumable and captivating content. Use catchy and striking titles, infused with a little controversy or quirkiness to get readers to click through. Be bold and brave, and don’t be restricted to the confines of your industry. Just choose a topic that will get customers talking and engaging with your brand.
That, after all, is what content is about in 2015.
Want to reach new audiences with sparkly, engaging and compelling fresh material that works? Get in touch today to discuss our blogging services.